The face of Malayalam cinema is gradually changing. The audience has changed significantly, and the cinema is slowly returning to the hands of the filmmaker. There will be no space for ‘made up’ images any more.
The time of the ‘mass death’ of the movie houses are over and many theatres have been reborn as multiplexes equipped with all modern facilities and are awaiting the precious platinum. Viewers who come to multiplexes to watch the movies are emerging as the new business face of the Mollywood audience.
The wide releases give people from across the state an opportunity to watch a movie as hot as it is served. With the advent and popularization of the modern communication technologies like text messages and social networks, the fate of a film is decided more or less after the first day of release. Authentic reviews first appear now in different portals on the web. Viewer opinions appear and are shared through text messages or social network statuses at the end of or during the very first show, and the queues in front of the theatres tend to heavily depend on these opinions. The audiences now celebrate movies that will reflect even minute elements of change and the films that are not yet ready to take over this change are left to die out in the theatres.